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Green Carpet Challenge

Waking up the fashion industry

The Green Carpet Challenge is the dynamic vision of the
celebrated entrepreneur Livia Firth and championed by sustainable fashion
enthusiasts worldwide. Livia bravely seeks to integrate the conscious message of
social justice and sustainable processes with the high profile glamour of
celebrity. And it’s working.

Since its launch in 2009 it
has done just that, involving all the top fashion designers and an
array of A List celebrities on the most influential red carpets worldwide.

In March 2013, the Green Carpet Challenge created the GCC® Brand Mark and launched with
Gucci a new frontier of sustainable style: the world’s first zero
deforestation certified bags from Amazon leather.

During London Fashion Week in
September 2013, the first ‘Green Carpet Capsule Collection’ was launched at an
exclusive event at Apsley House, co-hosted by Anna Wintour, Livia Firth and Natalie
Massenet. The collection featured five of Britain’s leading fashion designers –
Christopher Bailey, Christopher Kane, Erdem, Roland Mouret and Victoria
Beckham.

This year sees the GCC®’s fifth
international Awards Season, where it continues to prove that ethics and
aesthetics can co-exist to powerful effect, bringing positive change throughout
the fashion and luxury goods industries. The initiative has garnered real
support from designers including Giorgio Armani, Chanel, Tom Ford, Gucci,
Valentino and Burberry, as well as renowned A List celebrities.

To kick of the Awards Season,
the first GCC® of 2014 saw history being made at the Golden Globes, as Cate
Blanchett accepted her Best Actress award for her role in Woody Allen movie ‘Blue
Jasmine’ in a beautiful pair of Chopard earrings from their Green Carpet
Collection. The earrings are set in sustainably sourced Fairmined white gold
from artisanal community mines in South America, supported by the Alliance
for Responsible Mining (ARM) – a Colombia-based charity and
developer of the Fairmined standard – and adorned with 72 marquise cut diamonds
representing delicate leaves. The diamonds are sourced from the IGC Group, one
of the world’s oldest diamond firms. Their origin is certified by the Responsible
Jewellery Council (RJC).

“Cate Blanchett is both a
fashion icon and a woman with an intuitive grasp of the issues that matter. By
choosing to wear Chopard jewels for the Golden Globes, she is supporting a
profound and dynamic shift toward sustainable luxury that affects change right
at the beginning of the supply chain among artisanal miners”, commented Livia.

Partnering with GCC®, Chopard has embarked on an ambitious programme of sustainable change
entitled ‘The Journey’ that will set new environmental and social
standards for jewellery. Chopard is the first luxury jeweller to develop a
partnership with NGO, Alliance for Responsible Mining (ARM).

We look forward to hearing
more from the GCC®, which plays such a vital role in creating real change within
the fashion industry.